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Friday, August 14, 2020

LinkedIn Influencer Marketing w/James Mackey of SecureVision: Talketer Podcast EP 2

Talketer Podcast host Nick Andrews talks with James Mackey. James is the CEO of Secure Vision and a LinkedIn influencer with a large number of followers on LinkedIn. His company is a team of recruitment experts that specialize in building Sales, Customer Success, Marketing, People Operations and IT teams for tech enterprise companies. Nick and James discuss LinkedIn influencer marketing from content to engagement and more.

MC  0:00  
You're listening to the Talketer Podcast. Our mission is simple to make you a better marketer. Follow us on social media for exclusive content behind the scenes photos, blooper reels and more. Now, let's get this episode of talking started. here's your host, Nick Andrews.

Nick Andrews  0:22  
Wow, thank you so much for that introduction. Welcome to the Talketer Podcast. Today's episode is titled LinkedIn influencer marketing and joining me as a guest today is James Mackey. James is the CEO of secure vision, a recruiting company that focuses on hiring sales talent for hypergrowth Vc back startups. James, thanks for joining How you doing today?

James Mackey  0:47  
I'm doing well. Thanks for having me.

Nick Andrews  0:49  
James. How long have you been with secure vision?

James Mackey  0:52  
I started the company about five years ago, actually.

Nick Andrews  0:55  
James quick icebreaker question. What was the last item you purchased on Amazon

James Mackey  1:02  
I think it was a think of shampoo, actually

Nick Andrews  1:04  
shampoo. You gotta have shampoo. I like it.

James Mackey  1:10  
Exactly. Yeah.

Nick Andrews  1:12  
So James, let's jump into our conversation on LinkedIn influencer marketing. And as a recruiter, you got a lot of eyeballs on your LinkedIn profile, and people are requesting to connect with you on LinkedIn. They want to know about the latest jobs and industry trends in hiring and sales. And but really, if you think about it, they can get that information anywhere. And you really need to come up with good exciting content that keep them on your profile to keep them engaged and active. And what I found really fascinating is you've really amassed this very large following on LinkedIn. So kind of walk us through from a high level strategy. What is your goal on LinkedIn and what are you really trying to do with your profile?

James Mackey  1:58  
Yeah, sure. So I think a lot of people make the mistake of just trying to translate what they're trying to accomplish on their resume with their LinkedIn profile, or maybe don't fully understand the potential that building up a network and a personal brand on LinkedIn brings to the table. So I think, you know, the most important thing is that we need to be very thoughtful in terms of what story do we want to tell? And then how do we really provide assurance that we're an expert in whatever space that we're in? But really more so about? What's our story? What do we represent, what do we value? What are we here to do? And that's that's really I think, it's, you know, resumes and things of that nature. It's more so okay, a bullet point factual evidence on your day to day in your room. But it's not you know, LinkedIn can be used as a tool to, to sell, but it's really about branding and branding leads to can lead to sell sales. Just once you essentially establish that trust and credibility with your network, so just high level i think it's it's really about branding and positioning yourself and telling the story that you want to tell, based on whatever your professional objectives are.

Nick Andrews  3:19  
Is it the authenticity of your personal brand story that resonates with people and builds that trust? Do you think?

James Mackey  3:28  
Yeah, absolutely. I think

being your authentic self is, is important. I think sometimes some people's authentic selves are a little bit more effective at generating engaging content than others. And sometimes it does feel that you you have to be authentic, right. I think it's in even if that's maybe not producing the content that, you know, gets thousands of likes, but it's real to you. I still think that that's preferable. You know, I think that there's there's ways to analyze I like the term hack, because it makes it seem like it's easy. But, you know, I think there's ways to optimize content to certainly increase followings even more, but think more importantly, write content that's meaningful and authentic to what you bring to the table. Because it's rather, it would be better to, you know, have a content that maybe 2030 people engage with maybe 100. But that you can connect on a meaningful, authentic level with somebody versus just trying to optimize reach and writing content that's less effective or less, less authentic. If you could do both if you could do the reach and authentic at the same time. That's you know, that's I think the best influencers are the people that they could speak from a really true place but they're just incredible storytellers. And they know how to write relatable content. On emotional level, you know, they're able to connect with people. But if you if you while you're learning, they're trying You know, I think it's it's Don't try to game the system, just speak, you know, speak authentically. And again, you know, even if it's less reach, it's better to engage on a deeper level with a few amount of people than on a superficial level with more people.

Nick Andrews  5:17  
So on LinkedIn specifically, it seems like your focus is on your personal profile versus your company's business page. And unlike other social sites like Facebook, where there there's a heavy emphasis on having that business page, why is it more important on LinkedIn to have the personal profile?

James Mackey  5:36  
Yeah, it definitely is like that. And you know, that might start to shift at some point what's always personal profiles are always going to be I think, Well, I think for the for personal brand personal profile is gonna be much more important. And maybe that professional profiles will start to gain importance. You know, some more lifecycle that Facebook did, but the thing is, is that people there Want to buy from people they don't want to buy from companies nobody really cares about, you know, secure vision, if you think about anything, in my case, right? Like they want to know who I am and what I bring to the table. So people they trust, you know, they trust, they want to engage with people, they want to learn from people they don't want, they don't want content that's coming from a company page. And I mean, the easiest way to think about that is like, I mean, you know, how many company pages do we really like to engage and follow on on LinkedIn, I mean, it's just it's it's boring stuff. It's just not very engaging or interesting and people like that the human element, we like to engage with that and you know, they can they can build trust and rapport with you and that's ultimately you can sell the services that for your business, but it's much more effective to to build out your personal brand. You're gonna get a lot more organic reach as well. I'm the content you produce.

Nick Andrews  6:57  
So James, everything I know about marketing says to use images and video in your social media content. But you don't do that you use alt text. Can you walk us through your alt text approach on LinkedIn?

James Mackey  7:09  
Yeah, absolutely. So the thing with LinkedIn is that you get a lot more organic reach when you actually do text based posts. So they just don't, with video, video is still an important part of a content strategy because you can get really high engagement rates. So maybe you're not getting as much organic reach, but you're getting higher engagement and you can build a more intimate kind of relationship with your followers. So I think video is still an important aspect of a LinkedIn content strategy. But in terms of the highest performing posts on LinkedIn, at least at this point in time, they are 100% text based. They have no more than three hashtags. They have very good spacing, and they also follow you know kind of a good cadence like one of the old, you know, kind of marketing tricks, right is can tap different lengths of sentences to kind of have a flow kind of what some influencers will describe is kind of like a wave, right. So you have longer sentences go to shorter going back to longer to shorter, and just kind of has a nice flow to the content. So when you see those influencers, people that are breaking up every line with a space in between, the reason that they're doing that is because it's easier for people to consume. Our mind doesn't want to look at this huge paragraph of text and try to understand, you know, try to focus on that it's much easier if it's just short sentences on a longer post. So but to directly I mean, the highest engaging posts at this point are text based and so that's where you know if you're really trying to go for maximum reach, that's that's the type of content for now but again, you don't want to cater too much to algorithms because they change and there's there's other there's other metrics to track besides organic reach. Engagement is important. Video can come into play.

Nick Andrews  9:03  
So James as a LinkedIn influencer is the ultimate goal to increase sales.

James Mackey  9:10  
I think it's to increase increased brand, it's to increase trust and credibility.

That's that's really what it's about trust and credibility, right, like you want to our job as, as professionals, as business owners or salespeople or, you know, marketers trusting credibility behind personal brands, company brands, that's what it's all about. When you have trust when you're credible source, your opportunities will come.

Nick Andrews  9:40  
And that naturally leads to more sales?

James Mackey  9:45  
It can naturally lead it ultimately Yeah, it can lead to more sales. I think you can have a more disciplined I mean, there definitely has to be systems in place to capture inbound leads or automation. tend to have an outbound strategy as well. But it definitely building up a brand is going to make that ask a lot easier. Because what happens is, there's a great book called top of mind, you should check out. One of the things that it talks about is that, you know, when you have a really good, I forget who wrote it. But it talks about this strategy called what basically just on social media, you know, people that are producing consistent content on a daily basis, there's this thing that occurs where whenever they would reach out to a prospect or client for an upsell opportunity or anything of that nature, what they notice is that the clients would continue to tell them or the prospects would say, I was just thinking about you. Right, and what really was happening is that they were seeing the person's contents on different social media channels, right, whether it be LinkedIn and Facebook, you know, I guess nowadays, like Tick Tock. We'll see what happens with that. But um, and so they were seeing all this content and stuff. We're constantly top of mind. And so even with people that you don't know, it's so valuable, because, you know, there's there's certainly influencers that have a lot more engagement and followers than I do. But what you'll notice is that when you have conversations, like even if you haven't met somebody, it, they see your face enough, they see your content enough, you develop that trust, you develop that credibility, it's a kind of a warm engagement with that first outreach, you know, so it makes it a lot easier to have sales conversations because they know you they've engaged with your content, you've added value to them. you've presented yourself as an expert in the field. If you set up your profile properly, you've clearly articulated the value that you bring to the table. Right? It's, again, your LinkedIn profiles about your story and the value you bring and creating trust and credibility. So

it's, it's incredibly valuable.

Nick Andrews  11:57  
Well, James, thank you so much for joining us today on YouTube. talker podcast. We really appreciate your time.

James Mackey  12:03  
Thanks for having me.

MC  12:04  
Thanks. Bye. Thank you for listening to the Talketer Podcast. Unfortunately, this is the end of today's episode. If you're interested in being a guest on Talketer, please reach out to us on social media @TalketerPodcast. Thank you for listening and we'll see you next time be well Talketer nation.